At the just concluded BookExpo America, the American Booksellers Association launched a new initiative that will replace Book Sense. IndieBound, seen by ABA as more comprehensive than the Book Sense marketing program, is aimed at taking advantage of growing consumer interest in supporting locally owned business as well as businesses that incorporate sustainable business practices, explained ABA COO Oren Teicher, in an interview just before launching the initiative. “Consumers are realizing that bigger isn't always better,” he said.
IndieBound will retain many of Book Sense's most popular features, such as the bestseller list and monthly book selections, although both will receive new names. The bestseller list is being renamed the “Indie Bestseller List,” while Book Sense Picks will be known as “The Indie Next List.” Teicher acknowledged that “some parts of Book Sense worked and some didn't,” with the weakest link that to the consumer. By branding IndieBound, the ABA hopes to overcome that problem by emphasizing to consumers the value of independent businesses. Posters, decals, shopping bags, T-shirts and bookmarks will incorporate different IndieBound slogans. Other materials will explain to booksellers how they can involve other local businesses in developing a buy-local program. “We hope booksellers can form and lead these local movements,” Teicher said.
“Literary Liberation Boxes” with information on how booksellers can participate in IndieBound will be sent to all ABA members in June. “We want to supply booksellers with all the information they need to celebrate independence and localism,” said ABA chief marketing officer Meg Smith. To reinforce the IndieBound message among consumers, ABA is establishing the IndieBound.org Web site, which will allow the public to find indie booksellers, look at the Bestseller and Next lists as well as give information about how they can join the independent movement. According to Teicher, ABA hopes the new site will provide a sense of community among local retailers and consumers. The existing BookSense.com site will be used only for e-commerce.
Publishers support the overall concept behind the move to IndieBound. Macmillan's director of field sales, Ken Holland, calls the program “fabulous.” ABA “needed to come up with something that had a more relevant connection to consumers and the community at large,” he said. He was also impressed by ABA's sense of urgency in rolling out the program. “IndieBound needs to be put in play immediately” if it's to take advantage of current customer attitudes, Holland said. Teicher agreed. Acknowledging it has been a tough 15 years for independent booksellers, he said some trends are finally turning in independents' favor and that “the moment to promote the independent, local movement is now.”
